Resources

Resources are what organizations invest to achieve their goals. They include dollars (grants, programs, services) and human capital (labor, research, thought leadership).

All organizations are different, of course. Some have deep pockets and the capacity to push big dollars at a problem. Some possess unique knowledge ideal for tackling complex issues. And others are rich with human capital, able to mobilize a skilled staff or a vocal volunteer base quickly into action.

What matters most is that you are clear about your available communication resources and your options for “spending” them to advance your mission.

Just like no foundation can fund every grant request they receive, no community based nonprofit can deliver all the social services they would like to provide, or disseminate every idea they have to share. Our work requires us to make hard choices.

An effective communication strategy demands that you invest your available – and finite – brand resources where they can have the most clear, discernable impact. That might require you to forego producing a printed annual report, or another website refresh, or a timely advertising campaign, in order to stay focused on other tactics with a higher return on investment.

Voices

We are more than just grantmakers, we are change makers. In order to create the change we desire, we need to use tools beyond grantmaking. Strategic communications is essential to creating long-lasting societal change.Communication LeaderPrivate Foundation

We can amplify every dollar we spend if the programs we fund find more recognition, more partners, and can influence those who make polices that affect the people we serve.Executive LeaderPrivate Foundation

Communication is not an expense that reduces our ability to make grants. It is a strategic investment that allows us to magnify the impact of our grantmaking dollars, by attracting co-funders and energizing others to get involved. Communication LeaderPrivate Foundation

our positionMore people than ever understand the value of strategic communication.

The research gathered during the Communication Matters project, and shared in
this website, reflects a broad consensus that communications must be embraced as
an integral strategy for every organization seeking to advance social change.

We now believe the main challenge underlying the lack of effective communications
at many organizations is no longer about getting the importance of communications.
The opportunity lies in doing more effective communications.

methodology

From the outset of the Communication Matters project our objective was to cast a wide net and collect as many informed opinions as possible. We achieved this goal in several ways:

Formed an advisory group of communication professionals from private foundations, community foundations and nonprofits

Put out a call through the Network for “best in class” examples

Searched and reviewed the literature

Facilitated two online forums, one with communication professionals and one with program professionals

Broadly disseminated an online survey, with special outreach to CEOs, executive directors and program leaders